SYKES Guides Client into Global Social Media Customer Care Arena


Client is a global leader of information and communication technology solutions, including telecom network equipment, IT products and solutions, and smart devices used across the globe. Established in the 1980s and headquartered in China, this is one of the largest telecommunications equipment manufacturers in the world, with 2014 revenue of almost $50 billion.


The client’s core values have always been rooted in a “customers first” philosophy, as the company continuously strives to create long-term value by being responsive to customer needs and requirements. To do so successfully required not just clearly communicating the avenues for support to the consumer, but also active listening, response, and analysis of the information acquired. With products being used in 170 countries and regions, establishing a multi-lingual customer support solution also served a primary business requirement. This included attending to the increasing amount of feedback shared through social media networks.

The company had marketing agency support for brand engagement queries and some high level analytics, such as overall conversation volume. What they needed was an experienced team focused on handling advanced technical questions, complaints and issues, who could also provide actionable insights from the data, while working cohesively with agency partners as well.


Our social media customer support began in March 2015, with operations based out of our Budapest location. Originally, the program was intended to service social media mentions in English and Polish languages, with a team of five agents plus one analyst. This has evolved and scaled to include support in Hungarian, Serbian and Greek, with Czech, Croatian, and Bulgarian on the horizon. Beginning in August 2015, Western European language support was also added to the program, based out of operations in Cluj, Romania.

The current program includes social customer care agents and analysis support in English, Spanish, and Romanian. Analysis is also provided for German, French, Italian, and Dutch language content, with plans to scale the program in the near future to include customer care in these areas as well.


Our agents are responding to support posts and complaints across multiple platforms, and also identifying and engaging with “superusers,” extending invitations to beta testing product and software groups and special events.



Our analysts not only examine customer experience, product feedback, and competitor insights to help inform R&D, but also performance of the social care support team, with recommendations on how to improve customer service perceptions and standards. Weekly reporting to client includes the following:



Comprehensive social media customer care solution comprised of:

  • Specialized customer service agents and seasoned analysts
  • Clearly defined operational process with social platform tool support (SocialBakers and Radian6, with additional tools currently under review)
  • Ongoing optimization as social capabilities and best practices continue to evolve
  • Scalable yet cost-effective, including team size, global coverage, and multi-lingual capabilities
  • Comprehensive analytics pinpointing trends, actionable opportunities and performance metrics
  • Cohesive collaboration with client marketing agencies to ensure posts are being addressed by the correct teams